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Ripples Launches DrinkX, a Podcast by and for Beverage Experts

March 31, 2020

Ripples is super excited to be launching DrinkX, a new podcast about next-gen drink experiences.

DrinkX is about the developing influence of consumer drink experiences on the beverage sector, from the changing nature of drink occasions, to digital innovations in drink marketing, to new developments in customization.

Beyond offering multiple perspectives on drink experience from industry thought leaders, DrinkX also offers beverage professionals a shared platform for navigating new and uncharted territory during the current pandemic situation with insights for the ‘day after’ and well beyond. As on-trade remains at a standstill and events continue to be canceled, the DrinkX podcast is expressly being launched at this challenging moment to fill the industry voids that have resulted since the widespread outbreak of Covid-19.

The podcast’s debut episode features Charles Nouwen, none other than Head of Passion for Beer at AB InBev. Nouwen joined the AB InBev team 19 years ago, and in his current role is responsible for inspiring AB InBev’s 200,000+ employees to share the company’s beer story.

Nouwen sees a growing emphasis on visual storytelling as a means to innovation that is beyond actual product development. “It’s about rethinking packaging, formats, size, artwork, design, and customization. It’s about having a message for every occasion. That’s the evolution. That’s how you stay relevant with all the choice that’s out there.”

In episode 2, Ilan Avitsur, Area Manager for Roust Inc., the world’s 8th largest spirits producer and makers of the brands Russian Standard & Zubrowka, discusses the importance of brand education. He covers the evolution from yesterday’s ‘gatekeepers’ to today’s influencers – why winning them over is crucial, and the strategies he uses to do so successfully.

Additional podcasts are in the pipeline, and are slated to cover topics including original research on digital innovation in the drinks space, as well as experiential drink marketing.

“We want to bring relevant industry stakeholders together to see how we can continue spreading positivity while the situation continues, and to help us all hit the ground running once it’s over”, says Ripples CEO Yossi Meshulam.